New research looking at how Britain can be greener reveals that the vast majority of us believe we have a moral duty to reduce our impact on the environment, a third of us even consider the environment more important than wider social and economic concerns. We do care about green issues but just one in five of us believe that this responsibility rests with us as individuals and the research indicates that the main incentive for us to do more comes down to cost. In spite of the fact we decide where we shop based on cost, more than two-thirds of us still find environmentally friendly products too expensive. Half of us could however be persuaded to do more if it was more convenient or if we were financially incentivised.

What can shops do to help us achieve a more green society?

Joining us in the studio is Mike Barry, Head of Sustainable Business at Marks and Spencer.